East Grand Rapids, MI Office

SimplyRIA Advisor Network provides advisory services to individuals (including high net worth clients), trusts and estates, and qualified retirement plans. The firm delivers discretionary and non-discretionary investment management, financial planning, consulting/Assets Under Advisement (held-away) services, and retirement plan services, and it continues to sponsor a legacy wrap-fee program that is not open to new clients.

The firm operates as an RIA-aggregator: supervised Investment Adviser Representatives run independent practices under the Firm’s compliance and supervision, and clients are serviced by a designated IAR who tailors portfolios to stated objectives, risk tolerance, and constraints. Portfolio implementation may use a mix of active and passive strategies, third‑party sub-advisers or model platforms, periodic rebalancing, and — where appropriate — advisory insurance products and alternative investments (including privately placed securities, DSTs, and Qualified Opportunity Funds).

Compared with many multi-team peers, SimplyRIA’s aggregator structure and the continued sponsorship of a closed-to-new-clients wrap program are distinguishing operational features. The brochure also discloses an affiliated sub‑adviser (SmarterWay) and affiliated insurance marketing relationships, and notes access to alternative private investments and an optional third‑party estate‑planning software tool — items that can affect suitability, conflicts of interest, and the scope of client due diligence.